Studies confirm that TikTok ads significantly boost brand awareness and purchase intentions, especially among younger generations. A study published in the
Journal of Business and Management Studies showed that TikTok ads strongly influence brand awareness, while another analysis, published in the
Formosa Journal of Science and Technology, proved that the combination of viral marketing and brand recognition has a substantial impact on purchase decisions.
The overall conclusion is clear – TikTok is not just entertainment, but a powerful tool for strategic advertising.
How to Advertise on TikTok
Some of the most effective advertising strategies on TikTok include collaborating with content creators (UGC) and influencers, as their authentic posts build trust, and users often perceive them as friends they can believe. It’s also important to encourage users to create their own content with the product through duets or the “stitch” function, further increasing authenticity and organic reach.
Another highly effective tactic is the use of Branded Hashtag Challenges, where a brand invites users to participate in a challenge and, within a very short time, achieves hundreds of thousands of responses—combining fun with efficiency. Sound also plays a key role—whether it’s trending music clips or the development of a unique sound tag—since music acts as a powerful trigger for emotions and memory.
It is equally recommended that ads contain a strong emotional “hook” in the first few seconds, whether through humor, expressive gestures, or recognizable situations that immediately grab attention. TikTok also perfectly supports micro-storytelling, where in 15–60 seconds, a short story with a beginning, surprise, and conclusion is crafted to connect with users on an emotional level.
Campaigns also benefit from the psychological trigger of FOMO (fear of missing out), as the sense of missing out amplifies participation in trends and challenges. Finally, success depends on testing different formats—from In-Feed ads to TopView and Hashtag Challenges—and adapting targeting through TikTok Ads Manager, which allows real-time optimization and thus better campaign results.
How Ads Influence Individuals
- Brand Awareness
Studies clearly show that TikTok ads increase brand awareness, especially among millennials, where trendiness itself shapes this effect.
- Introducing a New Product as “Their Own”
When a brand immerses itself in TikTok’s trend culture and creates viral content, users develop a sense of belonging, which helps them embrace a new product as “their own.”
- Emotional Response and the Power of Music
Experimental studies confirm that music in ads triggers positive emotional responses, improves memory, and strengthens brand relationships. One example is a study by Texas A&M University, which found that ads with music generate higher emotional arousal, more attention, better attitudes toward the brand, and increased purchase intentions.
- The Social Effect
TikTok advertising is not only an emotional experience—it is also social. Through challenges, hashtag campaigns, and interactive content, it allows people to feel part of a community, further strengthening the bond between users and the brand.
At
MMstudio, we recognize that TikTok is not just an entertainment platform but a powerful tool for building brand presence and increasing sales. We approach TikTok advertising holistically—on one hand with marketing and psychological expertise, since we understand how content influences emotions, behavior, and purchasing decisions; and on the other hand with technical precision, as we thoroughly know how the algorithm and ad tools work. We follow trends across different countries and always adapt campaigns to local environments, ensuring messages are both culturally relevant and effective.
That is why we help businesses create ads that not only reach the right audience but also engage them and build a community around the brand.